The second edition of Nigeria PR Report – a compilation of research study that reveals facts and figures about Nigeria’s PR industry within the year 2016 is set to be released by BHM, one of the prime operators in the industry.

The report, which was carried out by BHM’s research and intelligence division in collaboration with Brentt Consulting, focuses more on insights drawn from qualified and relevant respondents within four main categories namely: agency CEOs, PR employees, media and clients (from various industries outside Public Relations).

Data collection through research surveys, focus group discussions and interviews was conducted by Brentt Consulting, who combined the use of cutting edge research technology as well as technical know-how of the local terrain nationwide to glean information from every aspect of the Nigerian PR industry.

Set to be released on Thursday, April 20, Nigeria PR Report 2016 includes comprehensive data analysis on subject matters such as annual PR revenue, average PR spend, top sectors serviced, skills for entry into the industry and criteria for admission into the top two PR bodies in Nigeria – Nigerian Institute of Public Relations (NIPR) and Public Relations Consultants’ Association of Nigeria (PRCAN). It also features a list of all PRCAN certified agencies in Nigeria, as well as those in the process of being registered.

Commenting on the report, the president of African Public Relations Association (APRA) and Group Chief Executive of CMC Connect, Yomi Badejo-Okusanya stated, “I predict that the future of Public Relations lies in specialization, collaboration and product differentiation. These will be catalyzed by technology in a world where consumer wants are rapidly changing and we are constantly adapting”.

Dr. Bisi Olawuyi of the Department of Communication and Language Arts, University of Ibadan, Nigeria also noted, “If indeed, PR is a field that continues to seek a theoretical framework to guide its practical application, then knowledge needs of practitioners can only be satisfied through the application of new theory based research and scholarship…”

It can be recalled that the maiden edition of Nigeria PR Report was launched a year ago. Unlike the inaugural report, the second edition will be publicly obtainable for free download (as an e-book) to all stakeholders.

The report is a genuine and strategic approach to put Nigeria on the global PR map by encouraging documentation of reliable data and insights about the industry.

Speaking on the release of Nigeria PR Report 2016, Founder and CEO of BHM, Ayeni Adekunle noted, “Different industries are making great use of data, As PR practitioners, it is imperative that we are at the forefront of crafting our narrative and enhancing the processes of communication by making use of the goldmine of big data available to us. We are confident about the future of PR here and abroad, and doing the Nigeria PR Report annually is a demonstration of our organization’s belief in what is possible.”

Nigeria PR Report is the country’s first-ever annual report on Public Relations, dedicated to gathering , chronicling and analyzing data on trends, perceptions, challenges and prospects within the industry.

Follow the conversation on Nigeria PR Report online by using the official hashtag, #NigeriaPRReport2016.